It’s that time of year again—blustering cold temperatures, busy holiday schedules, infinitely long To Do lists, and the resurgence of the common cold. With so much going on, design can take care by avoiding advertisements over saturated with information, and in turn, keep clutter-inducing headaches at bay.
The Ailment: Clutter-itis
Showcasing too many products, the wrong choice of color palettes, and varying font sizes is hard on the eyes. In this example, there is no point of entry welcoming the reader. The text uniformity is confusing, and the audience gets lost in the word “why”.
In addition, the arbitrary highlighting leaves no structure while the clutter stains the eye, causing a reader to quickly lose interest.
The Rx: The Five W’s and Visual Hierarchy
An effective designer should always ask, “What information do I want my audience to remember?”
Similar to journalists, designers must answers the five W’s:
- Who
- What
- When
- Where
- Why
The visual hierarchy in this example can be easily absorbed. The flyer explains “who” (pet org) and “what” (fundraiser) by using large fonts for the two most prevalent pieces of information.
In addition, the “when” (Faketober 32) and “where” (123 Pet Place) are placed in close proximity to the “who” and “what” with a slightly smaller font for a smooth transition. Lastly, it’s superseded by a short “why” description (to raise funds for homeless pets).
An experienced designer leads their audience through the design. Whether you’re creating a billboard, website, or business cards, if the correct form of hierarchy is used then important information will easily stick.
Dr. Follow-Up:
Remember to incorporate visual hierarchy by creating a point of entry for your audience. Also, be sure to answer the five W’s. Focus on the simplicity of your design with the appropriate font size, colors, placement, etc. Your audience will thank you for keeping them out of the doctor’s office.
Thanks to Mittera designer, Ben Ostrem, for the great info.
